New research in this Marketing Science Institute (MSI) working paper uncovers how specific emotional sequences—not just individual emotions—make advertising and fundraising appeals more persuasive. Analyzing over 14,000 GoFundMe medical campaigns, the study shows that messages beginning with sadness and ending with caring are the most effective. These findings provide a fresh template for designing impactful advertising narratives.
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When a slur is used, people hear it. Usually, it is either morally wrong or used in a negative way. However, certain nonprofit organizations have turned these words into tools to grab attention in provocative prosocial advertising campaigns. This study examines how such sexist and homophobic slurs can influence consumer engagement and cognitive elaboration. The findings suggest that advertisements containing offensive language can increase the perceived importance of the issue and motivate individuals to seek help or register for training sessions. However, the effectiveness of such advertisements depends on the audience's prior exposure to sexism or homophobia and their perception of the issue's importance.
The study also highlights the potential risks and benefits of using offensive language in social marketing. While offensive advertisements can capture attention and provoke thought, they may also alienate certain audiences. Social marketers should carefully consider their target audience and the context in which offensive language is used to maximize the positive impact of their campaigns.
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This comprehensive model accurately predicts sponsorship retention in marketing. Researchers utilized a dataset of over 5,800 sponsorships to identify the key factors that influence sponsor loyalty and longevity.
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